At a previous employer, I attended a briefing for our health insurance switching to a mail order pharmacy. Granted this was years ago but the amount of confusion and frustration around the signup process, scheduling, skepticism about delivery times/reliability, etc were numerous. To me, it couldn't have been an easier process. For some people (especially retirees), going to the local pharmacy is part of a regular routine that is not seen as a inconvenience at all.
Basically, the largest potential market for you is not tech savvy at all and makes it hard to convert.
I don’t get many prescriptions so when my doc writes one I don’t care who fills it. She couldn’t send it to a random mail order pharmacy, I had to pick one.
I think there’s a big opportunity for insurers to pick a default mail pharmacy that customers out of. So depending on your insurer, the EMR automatically files with a pharmacy you don’t care about and mails it to you within 24 hours.
My employer-provided insurance is UHC, which has a preferred partner situation with OptumRX, a mailorder pharmacy. They give you better rates on your prescription copay if you use them. The mail turn-around time is not great though. It's good for long-term prescriptions, shitty for short term like antibiotics.
My doctor sends short term stuff to a local pharmacy for me to pick up, and my daily long term pills to Optum, who charges my CC and mails them to me. They take about a week to arrive, but you can set it up so they automatically recur, so you always get your next 90 days before your current pills run out.
Basically, the largest potential market for you is not tech savvy at all and makes it hard to convert.